臺灣博碩士論文加值系統

論文提要內容：
在消費意識高漲及消費型態的改變下，企業必須掌握消費者需求，以提升在消費市場的競爭力與市佔率。隨著產業趨勢變化及競爭情況激烈，品牌管理更顯為重要，不但可彰顯產品的差異性，提升品牌的形象，亦是企業創造優勢的來源。近年來消費者逐漸重視在消費過程中的體驗與感受，不再只專注於產品，亦注重購買過程的服務力與感染力。因此，藉由提升服務品質，給予消費者深具價值的消費體驗，使消費者滿意度提升，進而達到提高購買意願的目標。
本研究以品牌形象為自變數，體驗行銷為干擾變數，進行影響消費者購買意願之研究。主要在探討良好的品牌形象是否會提升消費者購買意願，並探討品牌形象在消費者體驗行銷滿意度較高時，是否更能加強其購買意願。根據消費者對於(連鎖)品牌服飾店之實際經驗填答問卷進行實證分析結果顯示：(1)產品品牌形象越好，消費者購買意願越高。(2)體驗行銷對於品牌形象與消費者購買意願之關係具有顯著干擾效果。因此，本研究期望提供給業者相關行銷策略之參考，而基於研究結果建議業者應提升品牌形象以增強消費者對品牌的認知，並可藉由消費者對於實體店面銷售人員及商品的體驗與感受，以提高消費者之購買意願。

 

ABSTRACT
In recent years, rising consumer awareness and changes in consumption patterns, consumer demand must master consumer demand in order to enhance the competitive-ness and market share in the consumer market. With the changes in industry trends and competitive conditions of intense, brand management is even more important, not only highlights product differentiation, enhance the brand image, but also the enterprises to create a source of strength. Consumers now increasing emphasis on experience and feelings in the consumption process, no longer only focus on product, also focus on the buying process and artistic appeal. Therefore, by improving service quality, to provide consumers with valuable consumer experience, enhance consumer satisfaction, and thus achieve greater purchase intention the target.
In this study, brand image as in dependent variables, experiential marketing as the Moderating Variable, and impact on consumers purchase intention research. Mainly discusses good brand image would enhance consumers' purchase intention, and to ex-plore the brand image in the consumer experience marketing higher satisfaction, will enhance its purchase intention. Empirical analysis based on the practical experience of the consumer brand clothing stores (chain) completed the questionnaire results showed: (1) the better the brand image, the higher the willingness of consumer purchase.(2) Ex-periential marketing relationship between the brand image and consumer purchase in-tention has a significant moderating effect. Therefore, this study is expected to provide a reference to industry marketing strategies, based on the study results suggest that business should enhance the brand image in order to enhance consumer awareness of the brand, and by consumers for the experience and feelings of physical store sales person-nel and commodities to improve consumers' purchase intention.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． vi
內容目錄　．．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景及動機．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 3
　　第三節　　研究架構．．．．．．．．．．．．．．． 4
　　第四節　　研究限制．．．．．．．．．．．．．．． 5
第二章　　文獻探討．．．．．．．．．．．．．．．．． 6
　　第一節　　購買意願．．．．．．．．．．．．．．． 6
　　第二節　　品牌形象．．．．．．．．．．．．．．． 11
　　第三節　　體驗行銷．．．．．．．．．．．．．．． 21
　　第四節　　研究假說．．．．．．．．．．．．．．． 28
第三章　　研究方法．．．．．．．．．．．．．．．．． 32
　　第一節　　研究樣本與資料蒐集．．．．．．．．．． 32
　　第二節　　變數操作性定義與衡量．．．．．．．．． 33
　　第三節　　資料分析方法．．．．．．．．．．．．． 37
第四章　　研究分析．．．．．．．．．．．．．．．．． 40
　　第一節　　樣本基本資料分析．．．．．．．．．．． 40
　　第二節　　研究變數之信度分析．．．．．．．．．． 42
　　第三節　　研究變數之相關分析．．．．．．．．．． 46
　　第四節　　假設檢定分析．．．．．．．．．．．．． 46
第五章　　結論與建議．．．．．．．．．．．．．．．． 49
　　第一節　　研究結論．．．．．．．．．．．．．．． 49
　　第二節　　研究建議．．．．．．．．．．．．．．． 51
參考文獻　．．．．．．．．．．．．．．．．．．．．． 53
附錄　　研究問卷．．．．．．．．．．．．．．．．．． 66


表目錄
表 2- 1 購買意願之定義．．．．．．．．．．．．．．． 7
表 2- 2 品牌形象之定義．．．．．．．．．．．．．．． 17
表 2- 3 體驗行銷之定義．．．．．．．．．．．．．．． 23
表 2- 4 體驗行銷之模組．．．．．．．．．．．．．．． 25
表 2- 5 體驗媒介．．．．．．．．．．．．．．．．．． 26
表 3- 1 品牌形象量表．．．．．．．．．．．．．．．． 34
表 3- 2 購買意願量表．．．．．．．．．．．．．．．． 35
表 3- 3 體驗行銷量表．．．．．．．．．．．．．．．． 36
表 3- 4 價格意識量表．．．．．．．．．．．．．．．． 37
表 4- 1 研究樣本之個人基本資料分佈統計表．．．．．． 41
表 4- 2 品牌形象之信度分析．．．．．．．．．．．．． 43
表 4- 3 體驗行銷之信度分析．．．．．．．．．．．．． 44
表 4- 4 購買意願之信度分析．．．．．．．．．．．．． 45
表 4- 5 價格意識之信度分析．．．．．．．．．．．．． 45
表 4- 6 相關分析．．．．．．．．．．．．．．．．．． 46
表 4- 7 品牌形象、體驗行銷與消費者購買意願之階層迴歸分析．．．．．．．．．．．．．．．．．．．． 48
表 5- 1 假設檢定結果彙總表．．．．．．．．．．．．． 49




圖目錄
圖 1-1 研究概念性架構圖．．．．．．．．．．．．．．． 5
圖 2-1 EKB 消費者決策過程．．．．．．．．．．．．．． 8
圖 2-2 產品與品牌範疇．．．．．．．．．．．．．．．． 13
圖 2-3 品牌形象三要素．．．．．．．．．．．．．．．． 15
圖 2-4 體驗的四種特性．．．．．．．．．．．．．．．． 24

一、中文部分：

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王心宜(2007)，體驗行銷對顧客忠誠度之影響－以生活型態、涉入程度與視覺商品美感中心性為調節變數，中山大學企業管理研究所未出版之碩士論文。

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王尉晉(2000)，運動理念行銷策略之研究－以adidas「街頭籃球運動」與Nike「高中籃球聯賽」為例，政治大學廣告學系研究所未出版之碩士論文。

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林昂毅(2003)，從伽達默爾的遊戲概念探討企業識別設計與觀者的溝通，中原大學商業設計研究所未出版碩士論文。

林碧霞(2008)，品牌形象及產品知識對購買意願之影響－價格折扣干擾效果之探討，大同大學事業經營研究所未出版之碩士論文。

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施宥如(2007)，體驗行銷對顧客滿意度與顧客忠誠度影響之研究－以爵士音樂餐廳Brown Sugar為例，政治大學管理碩士學程未出版之碩士論文。

范碧珍(2001)，體驗式消費時代來臨，突破雜誌，187(2)，26-30。

高明智(2001)，由旅情談體驗行銷與服務，突破雜誌，187(2)，14-16。

張樹人(2006)，消費體驗與顧客滿意：知覺價值之中介效應及品牌形象之干擾效應，大葉大學國際企業管理研究所未出版之碩士論文。

張繼伊(2003)，從體驗行銷的觀點探討商店街的服轅店與餐飲店－繼光街個案分析例，中興大學行銷管理研究所未出版之碩士論文。

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陳弘慶(2007)，2006年全國大專運動會參與者之涉入程度、體驗行銷、滿意度及忠誠之相關實證研究，運動休閒管理學報，4(1)，14-33。

陳秀娟(2007)，電視購物意願之探討，屏東商業技術學院行銷與流通管理研究所未出版之碩士論文。

陳淑芳(2003)，顧客關係、服務品質、品牌形象、顧客滿意度與再購意願間關係之研究－以銀行業為例，大同大學事業經營研究所未出版之碩士論文。

陳澤義，盧葦蓁(2006)，透過品牌要素、廣告代言人形成品牌態度之研究：以少淑女流行服飾業為例，東吳經濟商學學報，(55)，35-68。

黃玉琴，許國崢(2005)，體驗行銷、顧客價值與顧客忠誠之相關聯性研究－以薰衣草餐廳為例，遠東學報，22(2)，115-168。

黃映瑀(2005)，體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係之研究，大葉大學事業經營研究所未出版之碩士論文。

黃逸甫(2000)，服務品質、價格、品牌形象與品牌個性對顧客滿意度之影響－以銀行業為例，政治大學經營管理研究所未出版之碩士論文。

滕新富(2005)，媒體資訊、接待中心與品牌態度對購屋意圖影響之研究，中正大學企業管理研究所未出版之碩士論文。

蔡東峻，李曉青(2005)，折扣比例、品牌形象和產品種類對消費者知覺品質和知覺風險的影響，中山管理評論，13(1)，143-176。

衛南陽(2005)，哇！玩行銷-你一定要知道的21種行銷特性，台北：沃爾。

蘇宗雄(2000)，感性抬頭，進入大體驗時代，設計雜誌，93(39)，5-8。

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